Why does it matter?

I read recently that the apparel retailer 'Gap' had come out with a new logo, but then ended up reinstating the old one because of a huge outcry.  To quote from the BBC article: 


"US clothes retailer Gap has scrapped a new logo just one week after its introduction following an "outpouring of comments" online...The new logo on the website had "Gap" written in black against a light background with a small blue square behind the top of the letter "p". But critics attacked the rebranding on social networks and online forums.

More than 2,000 comments were posted on the company's Facebook page on the issue, with many demanding the return of the traditional logo." (http://www.bbc.co.uk/news/business-11520930) 

And reading this, I wondered, "Who are these people?!"  Personally, I don't think I could get myself worked up enough about the logo of a company unless they threatened to paint it on my front-door.  If the company is making the same clothes as before, their stores are not moving en-mass to the other end of town, and their stance on wages, sweatshops, out-sourcing, resourcing or what have you has not changed in any substantial way, why in the world does it matter if their logo looks different?  

Are people's lives so insipid that something as pointless as this could get them all riled up?  There are other more pressing issues that could do with some of that consumer anger and angst.  Facebook's removal of their lovely round-edged thumbnails, for instance... It makes me so angry...